Marketing, advertising & media intelligence

Viceland New Zealand has dipped its toes in the fashion space, teaming up with streetwear brand Commoners to release a bespoke range of clothing apparel.

The merchandise sees a collaborative effort between Commoners, Viceland and local designers to create a one-off capsule wardrobe. It was released on 1 February, in the Commoners Ponsonby store and online at the Commoners website.

The style of merchandise is unisex and combinesViceland's monochrome branding with the Commoners signature fit and style, consisting of a long-sleeve, short-sleeve, nylon hat and canvas tote bag—all of which were timed for its summer release.

Viceland New Zealand marketing manager Laura Taylor notes the Viceland branding is simple, irreverent and raw, which are themes that align with Commoner's brand.

“Commoners are known for its classic, deconstructed and monochromatic garments and seemed like an obvious fit for this partnership," says Taylor.

"[It] is a collaboration between our marketing and global creative team and the Commoners team, who co-designed, produced and manufactured the garments. It's not a money play from Vice but an audience campaign, with profits going to Commoners”.

Viceland's injection into the New Zealand fashion market follows a successful internationalViceland fashion collaboration with Colette in Paris, coupled with a progressing will to grow its brand in New Zealand.

Perennially, Vice has shone a light into the dark abyss of unheard communities across the world, voices which are undiscovered by mainstream media. It is now bolstering its presence in Aotearoa, having separated from its Australian arm, with an independent editorial team in New Zealand.

Late last year, Vice marked its first anniversary with Sky television, a partnership that has seen the addition of a 24-hour programming scheme on Sky channel 13. It hosts entertaining shows like F*ck That’s Delicious and topical programmes such as Gaycation and Rise.

According to Taylor, Vice's newly acquainted fashion line encapsulates its media content, which strips things back and lets the content speak for itself.

“We're finding New Zealanders have a real affinity with the brand, which is free of decoration, artifice and veneer, so the merchandise-style collection reflects this by being relaxed and wearable."

Vice's new venture into the realm of New Zealand fashion is a move that Taylor deduces as a one-off collaboration, to branch a space it has not been involved in.

Taylor reiterates Viceland New Zealand has no plans to invest further in fashion at this stage, but is a relevant topic that features on its channel programming, for example, the show States of Undress.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Genius From Elsewhere

1

Time magazine has collectively named murdered Saudi journalist Jamal Khashoggi and other killed and imprisoned journalists as its “person of the year” for 2018. The magazine gives the title to the person they judge has been the most influential over the past year.

2

WATCH: Vox reports that advertisers are developing ads to target consumers based on the emojis they use. With Twitter’s new emoji tracking tool, advertisers can monitor how and when users post emojis, then use that data to determine people’s emotional states.

3

Philadelphia Cream Cheese, along with Droga5, has made a high-tech solution to stop double dipping this festive season – the Double Diptector. The device apparently pairs your phone’s camera and motion technology to catch a person in the act.

AdAge reports that American low-cost airline JetBlue has launched a competition with people able to score a round-trip flight home on 24 December – the hitch is that they have to be dressed in gift wrap. All they need to do to win is explain why they'd be a great gift.

Gold Sponsors

Silver Sponsors

Why we like it: To encourage donations to the Auckland City Mission, and less waste during the festive season, this ad is a mix of humour and seriousness to highlight the City Mission’s new initiative. Instead of buying a silly gift which never gets used – a rubber chicken or chattering teeth for example – buy one off the website, through which the money goes to the City Mission and the recipient gets an email. It’s a great idea for a wonderful cause.

Who’s it for: Lotto New Zealand by DDB​

Why we like it: Who doesn’t love a joyful reunion (Love Actually anyone?) – Lotto’s latest ad, part of the Imagine campaign, reunites the two armoured truck drivers in a Christmas surprise. While it may not have quite the same impact if you didn’t see the Amoured Truck spot, it’s still festive enough to make you smile.

Who’s it for: Pak’n’Save by FCB​

Why we like it: Stickman is celebrating Christmas with his cousin Snowy the Snowman. As usual, the spots have Stickman poking a bit of fun at the often mundane task of grocery shopping. Let's hope that Snowy survives the Kiwi heat.